Viacom’s #SeeHer PSAs Portray Positive Female Role Models In Media

On Feb. 1, Viacom launched the first in a year-long series of PSAs across MTV, VH1, Comedy Central, Paramount Network, CMT, TV Land and Nickelodeon. These vignettes feature inspiring, diverse women role models, both real and fictional.

Take a look at the first vignette, a feature film trailer highlighting a female engineer using her technological dexterity to prevent a world crisis. The vignette ends with that young girl sitting in science class, daydreaming about these future heroics.

“Portraying a strong female character isn’t rocket science,” announces the narrator.

This spot is part of the Association of National Advertisers’ ongoing #SeeHer initiative, of which Viacom is a leading partner. The goal is to accurately portray women and girls in media and advertising by 2020 (100 years after women’s suffrage passed in the United States).

Using the tagline “If you see her, you can be her,” the #SeeHer movement employs two of the world’s most pervasive industries – advertising and media – to illustrate the extraordinary things that women are doing every day.

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Colleen Fahey Rush on the Future of Media

by Colleen Fahey Rush, Strategic Insights and Research, Viacom Media Networks

A common belief is that technology will shape the future of media. I’d argue that the consumer, and how consumers harness that technology, is what really drives the future of media.  Take, for example, geo-location services created in the early ’00s. It was years before consumers adopted the technology – because they weren’t ready. Now look at Foursquare and its 10 million-strong community of users. The takeaway? It’s all about how a technology satisfies consumer desires that make it hit. Read More